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2019 One Show - Social Media

I Touch Myself Project X Serena

Agency J Walter Thompson / Sydney + Berlei / Sydney

Client Berlei
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OS_SM19036M

About the Work

In 2014, the I Touch Myself Project transformed the Divinyls’ hit song ‘I Touch Myself’ into a breast health anthem to inspire Australian women to self-check. In 2018, the bra brand Berlei wanted a campaign that would demonstrate their brand promise to support women as well as their ongoing commitment to Breast Cancer Network Australia. So we did a follow-up like no other – organically touching over I.25 billion people and increasing the conversation about self-detection by 252%. Despite being out of her ‘comfort zone’, one of the world’s greatest influencers agreed to front the campaign for free. And when Serena Williams sang, women listened: creating the most talked about campaign on Instagram, and the most watched video during International Breast Cancer Awareness Month. By lending her voice to the Project and posting the music video across her socials, Serena has helped put self-checking on the global stage.